One example of this is that Brewdog release quantities and precise instructions and notes so that enthusiasts can homebrew their favourite beers. I know because one of my colleagues spent a lot of money on computerised brewing gear and always has a homebrew or two in progress because he likes experimenting and tweaking things slightly.

But these people also still go to the pub to drink them on a night out or buy them in a can from time to time. The truth is that it's actually a lot of hassle to do homebrew well so that it tastes consistently good, and even ignoring the expensive equipment my friend has, he still probably pays more per pint to brew his own than just buying it pre-made. Obviously, he does both because he enjoys the process.